ARF

There are so many websites that have platforms to rate products and services, yet according to the Advertising Research Foundation’s (ARF) findings mentioned in a recent Advertising Age Article, the ARF is publishing a new book, “Foundations of Listening”,  that discusses various case studies and the impact of consumers sharing their experiences.

The traditional system of surveys and paid customer research is alive and well.  While this allows the marketer to get answers to specific questions and control the environment, there is much to be gained from open discourse and listening to what your customers are saying outside of standard scenarios.  The article mentions that marketers are more inclined to see the views spread through social networking sites such as Facebook, Twitter and other online review boards as more of a curse than a blessing.  Listening to feedback can be scary for both individuals and companies, as they are opening themselves up to negative comments.  However, within negative comments they have the opportunity to improve, and the more open they are, there is an opportunity to continue to improve.

Much of the problem with receiving feedback from multiple sources in a manner that is unorganized is that it may be more difficult to find the useful information.  Companies and research companies are looking at ways to track the information.  From a digital billboard streaming live Twitter feeds, to tracking search, and monitoring brand mentions on various sources, the marketing community is working on its “listening” skills.

Whether you are paying for a monitored research panel or finding a way to organize and learn from the consumer input, there will most likely be a cost; however, for marketers, the benefit of gaining insight from consumers through new media outlets offers an opportunity to learn more from the people who use their products.